This article aims at analyzing laddering as a technique of qualitative research, emphasizing the procedures for data collection, analysis and interpretation, and its main limitations as well. “Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory” (Reynolds & Gutman, 1988, p. 12). The critical literature review shows that laddering is useful in studies on human behavior, especially those related to the Means-End Chain (MEC) model. For a successful application, highly trained interviewers, homogeneous groups of respondents, and the Laddermap should be taken into consideration.
Laddering, Methodology, Means-End Chain, Value, and Behavior
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Recommended APA Citation
Veludo-de-Oliveira, T. M., Ikeda, A. A., & Campomar, M. C. (2006). Discussing Laddering Application by the Means-End Chain Theory . The Qualitative Report, 11(4), 626-642. Retrieved from http://nsuworks.nova.edu/tqr/vol11/iss4/1